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- 01 · Overview
- 02 · Systems Portfolio
- 03 · Praxis · Field Service SaaS
- 04 · Real Estate Analytics
- 05 · AI Orchestration Stack
- 06 · Market Analysis · US
- 07 · Mercado Brasileiro nos EUA
- 08 · Positioning Diagnosis
- 09 · Brand Strategy · Kátia Method
- 10 · Launch Plan · 30/60/90
- 11 · Content Roadmap
- 12 · Scripts de Vídeo · PT-BR
- 13 · Next Steps
Praxis is ready.
A field service SaaS platform that beats Maid Pro and Housecall Pro on features, on pricing intelligence, and on the voice-first workflow every operator in the field has been begging for. Built to run any service-in-the-field business — house cleaning, lawn care, mowing, HVAC, contractors.
What Praxis does
Intelligent Pricing Engine
US-wide ZIP-code demographic tiers (10 tiers by median income). Auto-priced minimum baseline that the operator can adjust up (premium branding) or down (competitive push). Extras are custom — fixed dollar or percentage of base.
Voice-First Workflow
Operator does a walkthrough, records a voice note ("just did a walk-in at 42 Oak Street, four bedrooms, two bathrooms, hardwood downstairs, lots of pet hair"). System transcribes with Whisper, extracts scope, generates a full estimate in 5 minutes.
End-to-End Booking
Client-facing quote → sign-off → auto-scheduling → recurring frequency setup. No jumping between tools.
Zero Setup for Owner
Pricing tiers come pre-configured for every US region on day one. Owner opens the app, sees intelligent defaults, adjusts what they want.
The market Praxis enters
| Competitor | Price | Voice | Pricing engine | Setup |
|---|---|---|---|---|
| Maid Pro | $50-70/mo baseline | ❌ | Manual entry | Hours |
| Housecall Pro | Similar tier | ❌ | Manual | Hours |
| Praxis | $199-299/mo (enterprise tier) | ✅ Native | ZIP-demographic auto | Minutes |
You're not competing with Maid Pro. You're one tier above. Premium enterprise workflow-native SaaS at $199-299/month subscription, targeting cleaning companies, lawn care operators, HVAC field techs, and contractors who lose money to bad estimates and slow follow-up.
Proof case already in hand
Jessica · House Cleaner
Jessica hired a developer who burned $26,000 building a pricing tool that never worked. She lost clients. Lost money. Called Edmar. Edmar rebuilt the whole thing correctly. What Jessica had failed at for months, Praxis handles as one feature of a larger system.
Her feedback: "This is $199, $299 per month easy — it's enterprise, not the same tier as Maid Pro."
Roberta · Prime Touch Cleaning (Anna's madrinha)
Same workflow already deployed for Roberta. She records a voice walk-through on the way out of the client's house, Beth (the AI) breaks it down, generates the scope, produces the estimate with frequency options. If the client says yes, one click puts it in the schedule.
Market reality
Field service software is a large, growing category — cleaning, lawn care, HVAC, plumbing, contractors, pool service, pest control. Every operator in every vertical needs pricing, scheduling, CRM, invoicing. Established players like MaidPro, Housecall Pro, Jobber, and ServiceTitan have built billion-dollar businesses on legacy stacks. Praxis enters as the voice-first, ZIP-intelligent alternative.
Practical revenue path: pilot at 5-10 accounts at $199/mo. Public launch at $299/mo. First 100 accounts = ~$300K ARR. First 500 accounts = ~$1.5M ARR. Numbers here are conservative and expandable across verticals.